How many emails do you get in your inbox a day? It is likely a lot and when you get a lot of them, the easiest thing to do is scroll really fast through them, see if anything truly sticks out like a recognizable name or a big deal, and then you ultimately select all and delete.

Email marketing, cheaper than mailing a letter, is still considered a relic in digital marketing. The first email was sent between 1969-1971. Emails are now easier to send than ever and offer businesses a direct line to their customers’ inboxes. Despite its potential, executing an effective email marketing campaign is far from simple. It demands a strategic approach from a marketing team, perseverance from that same team and the sales team, and a dedicated sales team to be the one connecting with those receiving the emails. Sounds like a lot of work, right? Here’s an in-depth look at how email marketing works, from gathering email addresses to creating compelling content that reaches and engages recipients.

Building an Email List: The Art of the Opt-In

The journey of email marketing begins with building a high-quality email list. Businesses must adhere to strict regulations when emailing potential clients to ensure compliance and avoid penalties. Key rules include obtaining explicit consent from recipients before sending emails and making sure opting out of the email is clear and easy. So how do you get people to willingly give you their email address? 

• Creating Valuable Content and Offers: To entice people to subscribe to your email list, you need to offer something of value in return. This could be exclusive content, discounts, free trials, or informative newsletters. The more valuable and relevant the offer, the higher the likelihood of getting people to opt-in.
• Using Signup Forms: Place signup forms strategically on your website, blog, and social media platforms. Make the forms simple and user-friendly, asking only for essential information to lower the barrier to entry.
• Leveraging Lead Magnets: Offer lead magnets such as eBooks, webinars, or free resources that require an email address for access. This method not only grows your list but also attracts leads who are genuinely interested in what you offer.

Crafting Emails That Bypass Filters

Once you have a solid email list, the next challenge is ensuring your emails make it to the recipients’ inboxes, bypassing the various filters set up by email providers. New rules and regulations seem to be rolling out frequently. So here’s how to improve your deliverability:

• Use a Reputable Email Service Provider (ESP): Choose an ESP with a good reputation and strong deliverability rates. They often provide tools and tips to help you stay out of spam folders.
• Authenticate Your Emails: Implement email authentication protocols such as SPF, DKIM, and DMARC. These protocols verify your emails’ legitimacy, reducing the chances of being marked as spam.
• Craft Relevant and Engaging Content: Email providers analyze engagement rates. If recipients frequently open, read, and interact with your emails, your sender reputation improves. Personalize your content to match the interests and behaviors of your audience.
• Avoid Spam Triggers: Steer clear of spammy language, excessive use of exclamation marks, and all caps. Also, ensure your email contains a clear and legitimate subject line and a mix of text and images.

Encouraging Opens and Engagement

Getting your email into the inbox is just part of the battle; the next step is encouraging recipients to open and engage with your content instead of just hitting delete. Here’s how to make your emails irresistible:

• Compelling Subject Lines: Craft subject lines that are concise, intriguing, and relevant to the recipient. A/B testing different subject lines can help identify what resonates best with your audience.
• Personalization: Use the recipient’s name and tailor the email content based on their past interactions or preferences. Personalization increases the sense of connection and relevance.
• Mobile Optimization: Ensure your emails are mobile-friendly, as a significant portion of email opens occur on mobile devices. A responsive design enhances readability and user experience.
• Clear Call to Action (CTA): Every email should have a clear, compelling CTA that guides the recipient on what to do next, whether it’s visiting your website, downloading a resource, or making a purchase.
• Consistent Scheduling: Send emails at regular intervals to keep your audience engaged without overwhelming them. Analyze your audience’s behavior to determine the optimal frequency and timing.

The Role of a Dedicated Sales Team

Executing an effective email marketing strategy requires a dedicated sales team. They play a crucial role in the fulfillment of the sales funnel. Without a responsive sales team, following up on potential leads who are opening and engaging with emails, the sale could die. Here are some tips to help further the lead to a sale:

• Segmenting the Audience: By understanding the needs and preferences of different segments, the sales team can help tailor messages that are more likely to resonate with each group.
• Following Up: Personalized follow-ups based on email interactions can turn leads into customers. The sales team can use insights from email engagement to prioritize and personalize their outreach.
• Gathering Feedback: The sales team can gather feedback from recipients to continually improve the email content and strategy, ensuring it stays relevant and effective.

The Bottom Line

Email marketing is a powerful tool, but its success hinges on meticulous planning and execution. From building a quality email list to crafting engaging content that bypasses filters and encourages opens, each step requires time, effort, and strategic thinking. With the support of a dedicated sales team, businesses can harness the full potential of email marketing, driving engagement and conversions. In the ever-evolving digital landscape, mastering email marketing can make a significant difference in achieving business goals.